Ahold Delhaize USA adds private label kids brand

Salisbury, N.C.-based Ahold Delhaize USA is adding a natural kid’s food line to its private label assortment. 

The company announced the launch of a new just-for-kids private brand product line called Nature’s Promise Kids. The range is an extension of the retailer’s current Nature’s Promise free-from line, which includes many organic options. 

“Families should be able to provide their children with products they feel confident in,” said Juan De Paoli, senior vice president of private brands for Retail Business Services. “No one believes this more than the local grocery retail brands we support that have elected to carry this new line. In fact, Nature’s Promise Kids is a result of conversations with our grocery retail partners about what they are hearing from their customers. Nature’s Promise Kids is an answer to the demand from today’s families for products free from unwanted ingredients at an unsurpassed value.”

The Nature’s Promise Kids line, aimed at children ages 4 and up, features products that are nutritionally equivalent or better than similar traditional products, according to the company. Delivering on the landmark commitment Retail Business Services made last year to remove all synthetic colors, artificial flavors, artificial preservatives, sweeteners, MSG and high fructose corn syrup from all private brands products by 2025, the Nature’s Promise Kids products do not include any of these items.  

In addition, Nature’s Promise Kids products contain:

• No more than 500 mg of added sodium per serving

• No more than 40% of calories from added sugar

• No more than 10% of calories from saturated fat (except for nut, meat, poultry and dairy products)

• And one or more vitamins and/or minerals at 10% daily value or higher (if relevant to product category)